Integrated communication and content marketing

by | 29/11/2018 | Integrated Communication | 0 comments

INTEGRATED COMMUNICATION BRINGS TOGETHER FORM, CONTENT AND MEDIA. ITS AIM IS THE CREATION OF A STRATEGY THAT LOOKS AFTER THE CONTENT’S LIFECYCLE AND ALL ITS CHANNELS.

Today, more than ever, communication needs to be delivered in succinct, catchy and digestible way. The consumer has become used to information being available immediately, sometimes for free, easily accessible, and tagged.
Integrated communication – merging different streams of information to a coherent whole – is as important as ever, even though its shift to digital media platforms has affected how information is delivered. When target groups receive certain information in time, they will react in a desired way.

THE NEW ROLE OF COMMUNICATION

In the analog world, communication happens between a sender and a receiver. In commercial enterprises, the role of information has changed, often becoming intertwined with marketing and sales issues, or brand leadership. But as each business communication has an impact on the brand, every business action has sales implications. Companies expect more control via measurable digital channels, but are faced with the realization of actually losing control to social media.

THE DIGITAL CONSUMER

Do you remember the world 10 years ago? Think about how we used the media before the iphone was released in 2007. Suddenly, Smartphones with powerful memory storage and applications transmitted information faster than ever, developing into the new newspaper, TV and social device in one. The number of news channels, inundating us with breaking news every second of the day, went through the roof. At the same time, thousands of bloggers started sharing their point of view with the world, while the traditional media – TV and daily newspapers – were beginning to loose ground. Unprecedented in history, the customers have become part of today’s news world every time they comment on interesting news bites, or distribute them through their own network and channels.

HOW TO LEAD INFORMATION PROCESSES

What used to be under the lead of one department is today controlled by an internal or external newsroom, watching over the creation, distribution and channeling of information. The right journalistic approach in real-time, and a good story, wrapping sales offers elegantly into important information for the reader, listener or viewer, are the key for a successful information delivery.

THE KEY FOR SUCCESS

The changing role of communication has turned organizations and companies into publishers, promoting their own position or cause. Communication is suddenly responsible for content and for business success – a juxtaposition and extension of responsibilities that has become a real test for communication departments. External consultants can help with the speedy set-up of the newsroom, allocating the right person for the right task.